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姓名 阮一品(I-Pin Juan) 電子郵件信箱 E-mail 資料不公開
畢業系所 企業管理學系研究所(Business Management)
畢業學位 碩士(Master) 畢業時期 99學年第2學期
論文名稱(中) 企業對企業服務品質對客戶滿意度與客戶忠誠度影響之研究 - 以封測產業為例
論文名稱(英) The Influence of Business-to-Business Service Quality on Customer Satisfaction and Customer Loyalty
Assembly and Testing Manufacturing as a case study
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    摘要(中) 在競爭日趨複雜的今日,除了重視成本的降低、提升產品品質或是製造品質在製造業中的重要性之外;製造業者應該要注意企業對企業之服務品質對於客戶忠誠度和客戶滿意度的影響。因此;如何衡量企業客戶知覺之服務品質,對製造業者會成為日漸重要的議題。過去對服務品質的相關研究較集中於企業對消費者(Businesst-o-Consumer)的層面,然而這類相關之模型或量表並不完全適宜直接套用在企業間(Business-to-Business)的層次去做研究或衡量。
    本研究的目的在於了解企業對企業之服務品質對客戶滿意度和客戶忠誠度的影響,並希望能驗證以下:
    1.IMP模型適合用來衡量製造業之企業對企業之服務品質。
    2.較好的企業對企業服務品質能影響客戶滿意度及忠誠度的提升。
    3.暸解現階段台灣半導體封測產業之客戶滿意度及忠誠度現狀。
    本研究承襲前人運用IMP模式所形成之量表進行問卷設計,研究對象為台灣半導體封測廠之客戶群,共回收143份有效問卷。
    研究結果顯示,產品及服務交換、社交交換為客戶知覺企業對企業服務品質之重要因素,而企業對企業之服務品質對於客戶滿意度及客戶忠誠度確實有影響力。因此;製造業者在重視成本降低或是產品、製造品質之餘也應該更重視B to B服務品質對製造業中客戶群的重要性。
    摘要(英) On top of cost reduction, product quality and manufacturing quality, manufacturing industry should start to consider the influence of business-to-business service quality on customers’ satisfaction and loyalty. Therefore, how to measure customer perceived business-to-business service quality become a critical issue in manufacturing industry.
    Previously, the service quality research are more concentrated on business-to-consumer, such as retail or other service industry. However, it's not appropriate for apply it on business-to business level. The purpose of this paper is to study the influence of business-to business service quality on customer satisfaction and customer loyalty. This research is intended to prove the following.
    1. IMP model is applicable to measure business-to-business service quality in manufacturing.
    2. The better business-to-business service quality can lead to customer satisfaction and also customer loyalty.
    3. To understand customer’s satisfaction and loyalty on Manufacturing assembly and testing house in Taiwan accurately.
    This research attempts to find a relationship between six factors from IMP model and business-to-business service quality. Further, to know if business-to-business service quality can affect customer satisfaction and customer loyalty, especially more purchasing behavior.The research methodology is to use Woo & Ennew’s (2005) questionnaires which based on the concept of IMP model. We provided questionnaires to Taiwan’s assembly and testing house’s customers. There are 143 returned with effective results.
    The conclusion of the research showed the business-to-business service qualtiy have significant and positive effects on customers satisfaction then to loyalty. However, the questionnaires didn’t have a good fit to measure business-to-business service quality in manufacturing. From the result, it remind manufacturer take business-to-business sevrice quality seriously and pay much attention to it.
    關鍵字(中)
  • 客戶忠誠度
  • 客戶滿意度
  • 服務品質
  • 企業對企業 (B to B)
  • 關鍵字(英)
  • Customer Loyalty
  • Customer Satisfaction
  • Business to Business (B to B)
  • Service Quality
  • 論文目次 誌謝 i
    摘要 ii
    Abstract iii
    目錄 iv
    表次 vi
    圖次 viii
    第一章 緒論 1
    第一節 研究背景 1
    第二節 研究動機 2
    第三節 研究目的 4
    第四節 研究範圍與對象 6
    第五節 研究流程 7
    第二章 文獻探討 9
    第一節 服務品質相關理論及研究 9
    第二節 客戶滿意度相關理論及研究 20
    第三節 客戶忠誠度相關理論及研究 26
    第三章 研究方法 29
    第一節 研究架構及假設 29
    第二節 研究變數及操作性定義 31
    第三節 量表設計 34
    第四節 問卷發放及資料整理 36
    第五節 資料分析方法 37
    第四章 資料整理及統計分析 39
    第一節 樣本特性分析 39
    第二節 相關性分析 47
    第三節 各構念之信度檢定及效度分析 51
    第四節 驗證性因素分析 69
    第五節 迴歸分析 71
    第五章 結論與建議 77
    第一節 研究假設與驗證 77
    第二節 研究發現與貢獻 79
    第三節 研究限制 81
    第四節 後續研究之建議 83
    參考文獻 84
    一、中文文獻 84
    二、英文文獻 85
    附錄 91
    一、中文問卷 91
    二、英文問卷 96
    表 2 1 服務品質之定義 (本研究整理) 9
    表 2 2 服務品質之衡量 (本研究整理) 11
    表 2 3客戶滿意度之定義 (本研究整理) 20
    表 2 4客戶滿意度之衡量 (本研究整理) 23
    表 2 5 客戶忠誠度之定義 (本研究整理) 26
    表 2 6客戶忠誠度之衡量 (本研究整理) 27
    表 3 1 研究問卷結構表 (本研究整理) 35
    表 4 1人口統計變數統計表 – 性別 39
    表 4 2人口統計變數統計表 – 年齡 40
    表 4 3人口統計變數統計表 – 國籍 40
    表 4 4人口統計變數統計表 – 年資 41
    表 4 5人口統計變數統計表 – 部門別 42
    表 4 6 人口統計變數統計表 – 與封測廠之合作年限 43
    表 4 7人口統計變數統計表 – 企業合作之封測廠商總數 43
    表 4 8 人口統計變數統計表 – 客戶群之主要產品應用 44
    表 4 9 人口統計變數統計表 – 企業員工人數 44
    表 4 10人口統計變數統計表 – 企業資本額 45
    表 4 11觀察變項之敘述統計表 45
    表 4 12相關矩陣 (本研究整理) 48
    表 4 13多元相關平方表 (Squared Multiple Correlations for X-Variables) 49
    表 4 14各觀察變項之因素負荷量 – 刪除前總表 (本研究整理) 53
    表 4 15各觀察變項之因素負荷量 – 第一次刪除結果 (本研究整理) 56
    表 4 16各觀察變項之因素負荷量 – 第二次刪除結果 (本研究整理) 58
    表 4 17各觀察變項之因素負荷量 – 最終結果 (本研究整理) 61
    表 4 18各潛在變數之平均變易抽取量 (本研究整理) 63
    表 4 19 Cronbach's α值標準 63
    表 4 20 「產品與服務交換」層面整體統計量 64
    表 4 21 「財務交換」層面項目整體統計量 64
    表 4 22 「資訊交換」層面項目整體統計量 65
    表 4 23 「社交交換」層面項目整體統計量 65
    表 4 24 「協同合作」項目整體統計量 66
    表 4 25 「適應性」項目整體統計量 66
    表 4 26 「企業對企業服務品質」項目整體統計量 67
    表 4 27 「客戶滿意度」項目整體統計量 67
    表 4 28 「客戶忠誠度」項目整體統計量 68
    表 4 29 Composite Reliability 表 69
    表 4 30 驗證性因素分析標準 70
    表 4 31驗證性因素分析之配適度結果 (本研究整理) 70
    表 4 32以企業對企業服務品質為依變項之迴歸分析 72
    表 4 33以客戶滿意度為依變項之迴歸分析 74
    表 4 34以客戶忠誠度為依變項之迴歸分析 75
    表 5 1研究假設檢定表 (本研究整理) 77
    圖 1 1 研究流程 8
    圖 2 1顧客知覺品質之基本構面 資料來源 : (Grönroos, 1984) 17
    圖 2 2 IMP模型 資料來源 : The IMP Group interaction model of business-to-business marketing (Hakansson & Group, 1982) page 24 19
    圖 2 3 衡量客戶滿意度與服務品質模型 資料來源 : Modified Satisfaction-Service Quality Model (Spreng & Mackoy, 1996) 24
    圖 3 1 研究架構 29
    圖 4 1以企業對企業服務品質為依變項之迴歸分析之標準化殘差常態p-p圖 73
    圖 4 2以客戶滿意度為依變項之迴歸分析之標準化殘差常態p-p圖 74
    圖 4 3以客戶忠誠度為依變項之迴歸分析之標準化殘差常態p-p圖 76
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    口試委員
  • 吳基逞 - 召集委員
  • 黃北豪 - 委員
  • 黃明新 - 指導教授
  • 口試日期 2011-06-17 繳交日期 2011-08-23

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